Tasked with reducing the spread of infectious respiratory diseases this winter, the Rhode Island Department of Health turned to Nail Communications to help develop an unusual public service campaign.
Stephen Fitch, strategy director at Nail, observed, “A variety of infectious respiratory diseases have had a significant impact on communities worldwide, but as ‘COVID fatigue’ has set in, public health messages have often hit the wall of a population that is ‘over it.’”
The campaign thus turns the traditional PSA on its head by treating staying home when you’re sick into StayingHome™–a parody of prescription drug advertising. Leveraging humor, it delivers a powerful message about the importance of personal responsibility
Alec Beckett, creative partner at Nail, pointed out, “It gives us the opportunity to have a lot of fun parodying the genre and featuring some of the most enjoyable side effects you can have.”
StayingHome™–which was fashioned from stock footage–will launch on CTV and social video in the R.I. market. And remember, if you’re feeling under the weather, you should try StayingHome™!
